This work includes an in-depth analysis of the United Kingdom market in terms of its media usage of all kinds. Furthermore, the Hofstede Cultural Model is used for a closer look at the way advertising is used in order to better understand what kind of advertising is most effective in the UK. In the last part, several TV commercials of the last years are analyzed to strengthen this analysis.
Table of Contents
1 Introduction
2 Media Survey in the United Kingdom
2.1 Population
2.2 GDP in the United Kingdom
2.3 Households in the United Kingdom
2.4 United Kingdom Media Usage Internet
2.5 United Kingdom Media Usage TV
2.6 United Kingdom Media Usage Radio
2.7 United Kingdom Media Usage Newspaper
2.8 United Kingdom Media usage Social Media
3 Hofstede’s culture model
3.1 The United Kingdom in Hofstede’s culture Model
3.1.1 United Kingdom – Power Distance
3.1.2 United Kingdom – Individualism
3.1.3 United Kingdom – Masculinity
3.1.4 United Kingdom - Uncertainty Avoidance
3.1.5 United Kingdom – Long Term Orientation
3.1.6 United Kingdom – Indulgence
3.2 United Kingdom – Summary
3.3 Hofstede’s findings in advertisement
4 Media Analysis
4.1 If London were Syria
4.2 Santander
4.3 Sexy Delights of Europe
4.4 On your Child’s Life
4.5 Co-op Easter egg advert
4.6 Dave’s Epic Strut / Bootylicious
4.7 Jaguar – A Breed Apart
5 Conclusion
Objectives & Core Themes
This paper examines the influence of cultural dimensions on the media landscape and advertising effectiveness in the United Kingdom. It aims to analyze how cultural traits, specifically those identified by Geert Hofstede, impact consumer reception of various advertising campaigns within the British market.
- Analysis of the UK media landscape and current population statistics
- Application of Hofstede’s cultural dimension model to the British context
- Examination of the relationship between cultural values and consumer behavior
- Case study analysis of diverse British advertising campaigns
Excerpt from the Book
4.1 If London were Syria
Of course, isn’t advertising not only about making profit, some of these advertisements have a deeper message and in the United Kingdom it seems, the messages are delivered by from a Germans perspective very shocking manner. One of those short film commercials is called “If London were Syria”, by Don’t Panic London for Save the Children UK, which marks the third anniversary of the Syrian Civil War.
The commercial displays a young girl, which experiences the hypothetical effects of a civil in the capital of the United Kingdom. The scenes shown are based on experience values of children from Syria. the aim of the video is to give the viewer a picture of the current events in Syria and the catastrophise following for the children in particular. The young actress undergoes a transformation from perfectly normal to complete chaos. It starts with a birthday scene of the girl in the circle of her family and friends. She is asked to make a wish. In the next days the everyday life of her and her family is shown, which suddenly turns into more and more chaos due to warlike actions, which can be seen in the background. The girl is filmed from the front. At the end she has lost her father, is on the run and her attitude of mind seems to get worse. The video concludes with her being taken to a hospital bed with her mother, who presents her with a cake and asks her to make a wish. The message of the video is: "Just because it isn’t happening here doesn’t mean it isn’t happening".
Summary of Chapters
1 Introduction: This chapter introduces the increasing importance of international trade and marketing, setting the stage for the analysis of the UK market in the context of cultural differences.
2 Media Survey in the United Kingdom: An overview of the British media landscape is provided, including demographic data, GDP, household structures, and usage patterns for internet, TV, radio, and print media.
3 Hofstede’s culture model: Explains the six cultural dimensions developed by Geert Hofstede and analyzes how the United Kingdom scores across these dimensions in comparison to other countries.
4 Media Analysis: This chapter applies theoretical cultural frameworks to specific, real-world advertising case studies to evaluate how cultural nuances influence campaign success or failure.
5 Conclusion: Summarizes the findings, confirming that British advertising is heavily shaped by individualistic and low power distance cultural traits, while noting the limitations of the current study.
Keywords
United Kingdom, International Marketing, Geert Hofstede, Cultural Dimensions, Media Usage, Advertising Campaigns, Individualism, Power Distance, Uncertainty Avoidance, Consumer Behavior, Market Analysis, Digital Advertising, Cultural Impact
Frequently Asked Questions
What is the core focus of this research?
The work investigates the interrelation between British cultural values and the effectiveness of advertising strategies in the United Kingdom.
Which theoretical framework is primarily used?
The study relies on Geert Hofstede’s cultural dimension theory to categorize and explain the cultural background of the British market.
What are the primary target areas for the media analysis?
The research explores demographics, media consumption habits (internet, TV, radio, print), and specific advertising campaigns.
What is the main objective of the paper?
The aim is to identify how cultural specificities influence the success of marketing communications and whether international brands need to adapt their strategies for the UK.
What aspects of the British media landscape are covered in the main part?
The main part covers population statistics, GDP trends, and usage trends across various media platforms like digital and broadcast channels.
How is the advertising success defined in this context?
Success is measured by the ability of an advertisement to resonate with the target audience based on cultural alignment, such as the preference for individualism or low power distance.
How does the "If London were Syria" campaign demonstrate British cultural values?
It highlights the British comfort with ambiguity and direct, emotional engagement, which aligns with low uncertainty avoidance scores.
Why did the "Co-op Easter egg advert" fail?
It failed because it ignored the prevalent cultural value of equality and the sensitivity toward gender roles within a low power distance society.
- Arbeit zitieren
- Anonym (Autor:in), 2019, The Media Landscape and the Influence of Cultures on Advertising in the United Kingdom, München, GRIN Verlag, https://www.hausarbeiten.de/document/1150624
